978-613-8-93618-3

CONTENT MARKETING

Role of content marketing in customer engagement

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Summary:

Content marketing is an important aspect in creating customer-brand relationships and engaging customers with the goal of driving traffic to the website and in the end driving profit. There are many indications that content marketing has to be considered as a marketing strategy and that it is an effective way of creating customer engagement. However, there is a lack in research on the consumer's perceptions toward content. To what degree are consumers interacting, co-creating and engaging in content and why do they engage? And what part does content marketing play in consumer engagement. The purpose of this study is to provide knowledge and insights on why consumers choose to engage or not engage with content in an online environment.

Author:

Pramod V.

Biographie:

Pramod V is an Assistant Professor in Finance at LEAD College of Management. He brings in academic experience of around seven years and industry experience of about one year.His current research interests are in the area of crowd funding and Fintech.. Mohammed Shabeer A P is a Territory Sales Officer at Turboulux Paints Private Limited.

Author:

Mohammed Shabeer A. P.

Biographie:

Number of Pages:

92

Book language:

English

Published On:

2020-07-20

ISBN:

978-613-8-93618-3

Publishing House:

Scholars' Press

Keywords:

Content Marketing, Customer Engagement

Product category:

BUSINESS & ECONOMICS / Marketing / General